First and foremost, we needed to build a brand that would stand out from the competition. After extensive market research, we began the branding process by selecting the name “Elevate” to highlight the development’s high-rise architecture and luxurious amenities. After naming came the logo design and creative expression, where we expanded on the brand identity with a brand manifesto, mood board, headline examples, and supporting quotes. These elements helped us ensure that the development would benefit from consistent branding across all its assets. Not only that, but these steps also ensured that Elevate would emerge as a brand unlike any other in the market. We established Elevate as an aspirational, innovative, and invigorating brand offering unprecedented amenities. In particular, we centered the brand story on the community spaces that made this development unique, including endless amenities on the 5th floor podium like a portable juice bar, urban park with several sports courts, green roof, and more. In doing so, we empowered the client teams with a brand that fit the Kitchener-Waterloo market without blending into the background.

Our next step was to translate Elevate’s exciting brand story to the digital landscape where we could begin to build awareness and convert leads. Beginning with two landing pages—one targeting buyers and one tailored to attracting investors—we worked to establish Elevate’s online presence. Using conversion-optimized web design, we empowered the sales and management teams to turn great branding into sold units far ahead of their official open date. We needed to ensure the community amenities took center stage, so while the contact form above the fold encouraged conversions, highlighted amenity cards with animated hover states brought attention to our main selling points for those who scrolled through to find more information. Next, a full website optimized for both SEO and UX was essential to provide visibility in organic search results and set up the community for long-term success. We worked with the Elevate teams to deliver a custom approach that would highlight the unique differentiators of this new start.

Finally, we needed to give the Elevate brand legs; ad campaigns, print collateral, and signage would allow us to bring the brand into new spaces and reach prospects where they were. That meant we could build awareness digitally and physically, whether on social media platforms or in the streets of Kitchener. An area map, site signage, brochure, HTML emails, PPC ads, and social ads were designed to assist in growing brand awareness, lead nurturing, and on-site marketing.